Brand | EXOTICA |
Product/Service | FLOWER SHOP |
Entrant | LEO BURNETT BEIRUT, LEBANON |
Entrant Company: | LEO BURNETT BEIRUT, LEBANON |
Advertising Agency: | LEO BURNETT BEIRUT, LEBANON |
Credits |
The Campaign
Exotica in Lebanon stands for green. It’s a loved brand that people admire and wait for its unusual and humoristic communication.
The brief was to generate traffic on Exotica’s website, so we saw in April fool’s day the opportunity to do just that.
Success of the Campaign
The campaign created a huge buzz in just 1 day, people called to audition live on the radio, logged onto the website to inquire about the job and learn the results, sent e-mails to Exotica, etc…
And the traffic on the website increased 42%!
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
Using humor as a tonality and April fool’s day as an opportunity, we’ve created a bogus job offer: Botanico Musicologist; and using many media, mainly radio, we’ve directed people to visit the website to know more.
Credits
Bechara Mouzannar |
Leo Burnett Beirut |
Regional Exec. Creative Director |
Chermine Assadian |
Leo Burnett Beirut |
Creative Director |
Manal Naji |
Leo Burnett Beirut |
Associate Creative Director |
Joumana Ibrahim |
Leo Burnett Beirut |
Art Director |
Moody Yafi |
Leo Burnett Beirut |
Art Director |
Rana Khoury |
Leo Burnett Beirut |
Copywriter |
Michael Chaftari |
Leo Burnett Beirut |
Digital Planner |
Carol Hanna |
Leo Burnett Beirut |
Regional Communication Director |
Joyce Nahas |
Leo Burnett Beirut |
Communication Executive |
The Post Office |
The Post Office |
Production Company |